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Food choice, health information and functional ingredients: An experimental auction employing bread

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Author Info

  • Hellyer, Nicole Elizabeth
  • Fraser, Iain
  • Haddock-Fraser, Janet

Abstract

In this paper we present the results of an experimental auction conducted to examine the influence of health and nutritional information on food choice and in particular estimate consumer willingness to pay (WTP) for bread that contains functional ingredients. Employing a sandwich we find that consumers are WTP more for a whole grain and whole grain granary bread sandwich than other bread types including white bread that contains a functional ingredient. We also find that consumers react positively to the provision of nutritional and health benefit information but that this effect occurs regardless of whether we supply specific or non-specific health benefit information. We discuss information provision and health policy implications that emerge from our analysis for bread products in the sandwich market.

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Bibliographic Info

Article provided by Elsevier in its journal Food Policy.

Volume (Year): 37 (2012)
Issue (Month): 3 ()
Pages: 232-245

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Handle: RePEc:eee:jfpoli:v:37:y:2012:i:3:p:232-245

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Web page: http://www.elsevier.com/locate/foodpol

Related research

Keywords: Functional foods; Fibre; Bread; Whole grains; Willingness-to-pay;

References

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  1. Golan, Elise & Unnevehr, Laurian, 2008. "Food product composition, consumer health, and public policy: Introduction and overview of special section," Food Policy, Elsevier, vol. 33(6), pages 465-469, December.
  2. Andreas C. Drichoutis & Panagiotis Lazaridis & Rodolfo M. Nayga, 2009. "Would consumers value food-away-from-home products with nutritional labels?," Agribusiness, John Wiley & Sons, Ltd., vol. 25(4), pages 550-575.
  3. Matthew Rousu & Wallace E. Huffman & Jason F. Shogren & Abebayehu Tegene, 2007. "Effects And Value Of Verifiable Information In A Controversial Market: Evidence From Lab Auctions Of Genetically Modified Food," Economic Inquiry, Western Economic Association International, vol. 45(3), pages 409-432, 07.
  4. Anne Rozan & Anne Stenger & Marc Willinger, 2004. "Willingness-to-pay for food safety: An experimental investigation of quality certification on bidding behaviour," Framed Field Experiments 00197, The Field Experiments Website.
  5. Balcombe, Kelvin & Fraser, Iain & Falco, Salvatore Di, 2010. "Traffic lights and food choice: A choice experiment examining the relationship between nutritional food labels and price," Food Policy, Elsevier, vol. 35(3), pages 211-220, June.
  6. Depositario, Dinah Pura T. & Nayga Jr., Rodolfo M. & Wu, Ximing & Laude, Tiffany P., 2009. "Should students be used as subjects in experimental auctions?," Economics Letters, Elsevier, vol. 102(2), pages 122-124, February.
  7. Jill E. Hobbs & Kim Sanderson & Morteza Haghiri, 2006. "Evaluating Willingness-to-Pay for Bison Attributes: An Experimental Auction Approach," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(2), pages 269-287, 06.
  8. Mancino, Lisa & Kuchler, Fred & Leibtag, Ephraim, 2008. "Getting consumers to eat more whole-grains: The role of policy, information, and food manufacturers," Food Policy, Elsevier, vol. 33(6), pages 489-496, December.
  9. Bitzios, Michael & Fraser, Iain & Haddock-Fraser, Janet, 2011. "Functional ingredients and food choice: Results from a dual-mode study employing means-end-chain analysis and a choice experiment," Food Policy, Elsevier, vol. 36(5), pages 715-725.
  10. Poole, Nigel D. & Marti'nez, Laura Marti'nez-Carrasco & Gimenez, Fernando Vidal, 2007. "Quality perceptions under evolving information conditions: Implications for diet, health and consumer satisfaction," Food Policy, Elsevier, vol. 32(2), pages 175-188, April.
  11. Marette, Stéphan & Roosen, Jutta & Blanchemanche, Sandrine & Feinblatt-Mélèze, Eve, 2010. "Functional food, uncertainty and consumers' choices: A lab experiment with enriched yoghurts for lowering cholesterol," Food Policy, Elsevier, vol. 35(5), pages 419-428, October.
  12. Mario F. Teisl & Nancy E. Bockstael & Alan Levy, 2001. "Measuring the Welfare Effects of Nutrition Information," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 83(1), pages 133-149.
  13. Bernard, John C. & He, Na, 2010. "Confounded by the Field: Bidding in Food Auctions When Field Prices Are Increasing," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 39(2), April.
  14. W. Bruce Traill, 2004. "Effect of information about benefits of biotechnology on consumer acceptance of genetically modified food: evidence from experimental auctions in the United States, England, and France," European Review of Agricultural Economics, Foundation for the European Review of Agricultural Economics, vol. 31(2), pages 179-204, June.
  15. Jay R. Corrigan & Matthew C. Rousu, 2011. "Are Experimental Auctions Demand Revealing when Values are Affiliated?," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(2), pages 514-520.
  16. Drichoutis, Andreas C. & Lazaridis, Panagiotis & Nayga Jr., Rodolfo M., 2008. "The role of reference prices in experimental auctions," Economics Letters, Elsevier, vol. 99(3), pages 446-448, June.
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Cited by:
  1. Balcombe, Kelvin & Bitzios, Michael & Fraser, Iain & Haddock-Fraser, Janet, 2013. "Using Attribute Importance Rankings within Discrete Choice Experiments: An Application to Valuing Bread Attributes," 2013 Conference (57th), February 5-8, 2013, Sydney, Australia 152151, Australian Agricultural and Resource Economics Society.

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